Amazon teams with Southfield company to bring Alexa to automakers

Consulting and technology company's clients are investing in the technology

P3 will showcase the preview system at the 2019 North American International Auto Show, CES

Specific in-vehicle features are designed to simplify driver's interactions

Amazon is teaming with P3 North America, a Southfield-based consulting and technology company, to make it easier for automakers and suppliers to integrate the Alexa assistance tool into their vehicles.

P3 invests in research and development of technology solutions to address changes in the industry. It will showcase its connected vehicle voice recognition services with Alexa built in at the 2019 North American International Auto Show in the AutoMobili-D space at Cobo Center in Detroit during industry preview and media days, according to a news release.

Alexa, created by Amazon in 2014, is traditionally known as the voice-based personal assistant powering home automation devices like the Echo and Echo Dot. But the retail kingpin has since moved on to infotainment systems, working alongside a growing list of automakers including BMW, Ford Motor Co. and Toyota Motor Corp. in an aggressive race against its rival, the Google Assistant, to integrate Alexa into dashboards.

Amazon released an Alexa Auto Software Development Kit to make it easier for programmers to embed Alexa into automotive infotainment systems, Automotive News reported in August.

On top of Alexa features and capabilities including music, weather, traffic and other functions, the preview system provides specific in-vehicle features, such as alerting the driver of a maintenance-related issue. All of that is designed to simplify the driver's interactions in the car, P3 said. From there, Alexa can offer to schedule an appointment with a local dealer and cross-reference the driver's calendar with the dealer's service scheduling system.

P3's clients are investing in the technology, according to spokesman Matt Friedman, but he declined to disclose the extent of the investments or the names of the clients.

"By integrating Alexa into the vehicle, we believe we can make the in-car experience simpler, more productive, and more entertaining for our customers," Ned Curic, vice president of Alexa Auto at Amazon, said in a statement.